化粧品/トイレタリー製品の消費者の心をつかむ方法：英国

Abstract

What will win the hearts of the cosmetic and toiletries consumer - organic/natural ingredients, guaranteed results or celebrities?

Women are bombarded with product choice in today' s beauty markets, and the number of new launches keeps coming. Deciding which ones to buy is a tricky business, given that so many make similar product or ingredient claims. In order to differentiate their products, beauty companies are aligning themselves with celebrities or professional beauty experts, but this strategy begs a number of questions. Is the consumer persuaded to buy because someone famous is associated with the brand? Do they believe the product claims made by beauty brands? Are consumers turning their backs on it all, and opting for natural/organic products? In this Special Report, Mintel seeks answers to these questions and deciphers what motivates consumers to buy.

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Excluded
• Insights and Opportunities
• Green beauty retailing
• Gaining people' s trust
• Market in Brief
• Stepping into line
• Cynical but hopeful
• Science vs nature
• Celebrity
• Not without hope for the future
• Market in Context
• Key points
• Why do we buy cosmetics and toiletries?
• Natural/organic
• Lacking in regulation
• Guaranteed results
• Celebrity
• Cultural Influences
• Key points
• Age-orexia
• Health and wellness
• Natural beauty with the feel-good factor
• Aspiration and glamour
• Beauty isn' t skin deep
• Market Size
• Key points
  • Figure 1: Retail value sales of UK cosmetics and toiletries market, 2003-07
• Results-driven
• Skincare
• Make-up
• Haircare
• Natural development
• Skincare
• Make-up
• Haircare
• Fame and fortune
• Skincare
• Make-up
• Haircare
• Companies and Products
• Key points
• There' s growth in organic
• L' Oréal
• Positioning and strategy
• Procter & Gamble
• Positioning and strategy
• Estée Lauder
• Positioning and strategy
• Coty
• Positioning and strategy
• Unilever
• Positioning and strategy
• Beiersdorf
• Positioning and strategy
• Own label
• Boots
• Tesco
• Key niche brands
• Positioning: scientific, claims-related
• Positioning: celebrity, expert
• Channels to Market
• Key points
• Changes to beauty retailing
• Purchase of beauty products
  • Figure 2: Purchase of cosmetics and toiletries, September 2007
• Mass-market catering to mass-market needs
• Something for everyone on the high street
• Results
• Celebrity
• Organic and natural
• Accessiblity
• Selective distribution
• Green retailing
• Men shop in supermarkets and pharmacies
• The influence of distribution on belief in product claims
• Purchasing habits according to beauty concern
  • Figure 3: Beauty concerns by where products to address beauty concerns are purchased, September 2007
• Who' s Innovating?
• Key points
• In a global context
• Product claim trends
  • Figure 4: Trends in innovation by claim as a percentage of innovation, 2003-07
• Cosmeceutical in flux
• Natural rise and fall
• Celebrity launches low
• Celebrity experts
• Non-expert celebrities
• Celebrity endorsement
• Product claims at category level
  • Figure 5: Innovation by claim and category, 2007
• Cosmeceutical and results
• Green make-up not so popular
• Celebrity brands
• Brand Promotion and Public Perception
• Key points
• Adspend holds steady
  • Figure 6: Main monitored media advertising spend on cosmetics and toiletries, 2003-07
• TV takes the lion' s share
  • Figure 7: Promotional spend on cosmetics and toiletries, by media type, 2003-07
• Major advertisers in cosmetics and toiletries
  • Figure 8: Promotional spend on cosmetics and toiletries, by leading advertisers, 2007
• Themes used in advertising
• Informative
• Glamour
• The Role of Celebrities in Advertising
• Key points
• Dislike for celebrity in advertising
  • Figure 9: Attitudes towards advertising using celebrities, September 2007
• Product quality is valued more highly
• Celebrities turn young heads
• Targeting newspaper readers
• Celebrity Brands and Credibility
• Key points
• Quality not celebrity
  • Figure 10: Attitudes towards celebrity brands, September 2007
• Celebrity experts fare no better
• Young are more trusting
• Better off not buy celebrity
• Attitudes to Product Claims
• Key points
• Failing to convince
  • Figure 11: Attitudes towards product claims, September 2007
• Greatest users are most realistic
• The role of endorsement
  • Figure 12: Attitudes towards celebrity brands by attitudes towards product claims, September 2007
• Claims hold no sway
• Blinded by science
• High science vs celebrity
  • Figure 13: Attitudes towards product claims by atttitudes towards celebrity, September 2007
• Perceptions of Natural Beauty
• Key points
  • Figure 14: Attitudes towards organic and natural, September 2007
• How natural is natural?
• Environmental issues are also key
• Need for transparency amongst natural/organic brands
• Natural/organic moves mainstream
• Women more natural than men
• Natural/organic ranges attract an older demographic
• Widening availability
• Natural organic versus product claims
• Breaking Down Expectations
• Key points
  • Figure 15: Beauty problems and concerns, September 2007
• On the face of it
• A body of insecurities for women
• Men not losing their hair through worry
• Age Concern
• Spot the difference
• The science behind the stretch
• Worry lines
• Repertoire of beauty concerns
  • Figure 16: Number of beauty concerns for which products are used, by beauty concern, September 2007
• Concerns and expectations
  • Figure 17: Consumer belief in product performance, by beauty concern, September 2007
• No magic solution
• The Optimists
• The Cynics
• Prepared to be convinced
• Beauty and belief
  • Figure 18: Repertoire groups based on the balance between beauty products that work and do not work chosen by respondents, September 2007
• Not falling for those lines
• Cellulite claims down with a bump
• Holding out for hope
• Consumer Attitudes Towards Product Performance
• Key Points
  • Figure 19: Attitudes towards performance of cosmetics and toiletries, September 2007
• Paying the price for hype
• It' s what' s inside that counts
• Feel good factor
• Defining the Beauty Consumer
• Key points
• Green is ripe for growth
  • Figure 20: Consumer groups defined by their attitudes towards natural and organic cosmetics and toiletries, September 2007
• Organics Fans (65%)
• Organics Neutrals (22%)
• Organics Sceptics (13%)
• Results and product claims
  • Figure 21: Consumer groups defined by attitudes towards product claims and performance, September 2007
• Sceptics (37%)
• Balanced (35%)
• Believers (27%)
• Celebrity groups
• Celebrity Haters (87%)
• Celebrity Chasers/Neutral (13%)
• Forecasting Consumer Attitudes
• Natural goes neutral
  • Figure 22: Predicated Organics attitudinal target group size changes, 2007-12
• Unconvincing growth for claims
  • Figure 23: Predicated Product claims attitudinal target group size changes, 2007-12
• No red carpet for the celebrities
  • Figure 24: Predicated Celebrity advertising/branding attitudinal target group size changes, 2007-12
• Appendix
• Advertising data
• Abbreviations
• Channels to market
  • Figure 25: Purchase of cosmetics and toiletries by attitudes towards product claims, September 2007
• Consumer purchase
  • Figure 26: Purchase of cosmetics and toiletries, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
• Who' s innovating?
  • Figure 27: Trends in innovation by claim as a percentage of innovation, 2003-2007
• The role of celebrities in advertising
  • Figure 28: Attitudes towards advertising using celebrities, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
• Celebrity brands and credibility
  • Figure 29: Attitudes towards celebrity brands, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
• Attitudes to product claims
  • Figure 30: Attitudes towards product claims, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
• Perceptions of natural beauty
  • Figure 31: Attitudes towards organic and natural, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
  • Figure 32: Attitudes towards organic and natural, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
  • Figure 33: Perceptions of organic cosmetics and toiletries by attitudes towards product performance, September 2007
  • Figure 34: Perceptions of organic cosmetics and toiletries by attitudes towards product claims, September 2007
• Breaking down expectations
• Beauty problems and concerns
  • Figure 35: Most common beauty problems and concerns of the UK population, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
  • Figure 36: Beauty problems and concerns of the UK population, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
  • Figure 37: Number of products that people buy to address beauty concerns
  • Figure 38: Beauty concerns by perceived availability of products that really work, September 2007
  • Figure 39: Beauty concerns by perceived unavailability of products that really work, September 2007
  • Figure 40: Beauty concerns by attitudes towards product performance, September 2007
• Consumer belief in product performance
• Available
  • Figure 41: Availability of products that really work for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
  • Figure 42: Availability of products that really work for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
  • Figure 43: Availability of products that really work for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
• Not available
  • Figure 44: Products that are not available for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
  • Figure 45: Products that are not available for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
  • Figure 46: Products that are not available for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
• Don' t know
  • Figure 47: Do not know whether products are available for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
  • Figure 48: Do not know whether products are available for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
  • Figure 49: Do not know whether products are available for individual beauty concerns, by gender, age, region, social grade, household income, age of children in household, September 2007
• Attitudes towards product performance
  • Figure 50: Most common attitudes towards performance of cosmetics and toiletries, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
  • Figure 51: Attitudes towards performance of cosmetics and toiletries, by gender, age, region, social grade, daily newspaper readership, daily newspaper read, sunday newspaper readership, sunday newspaper read, household income, age of children in household, daily internet usage, supermarket used, mobile phone network provider, TV received, September 2007
  • Figure 52: repertoire groups based on the balance between beauty products that work and don' t work chosen by respondents, September 2007
• Defining the beauty consumer
• Organics attitudinal groups
  • Figure 53: Organics Attitudinal groups, by gender, age, social grade, region, household income, daily newspaper readership, Sunday newspaper readership, age of children, internet usage, supermarket used, Mobile phone network, TV reception, September 2007
  • Figure 54: natural and organic consumer groups, by beauty concerns, September 2007
  • Figure 55: natural and organic consumer groups by where they shop for products to address their beauty concerns, September 2007
  • Figure 56: natural and organic consumer groups, by beauty concerns, September 2007
• Product claims attitudinal groups
  • Figure 57: Belief Product Claims attitudinal groups, by gender, age, social grade, region, household income, daily newspaper readership, Sunday newspaper readership, age of children, internet usage, main supermarket, mobile phone network, TV reception, September 2007
  • Figure 58: Belief in product claims split into consumer groups by beauty concerns, September 2007
  • Figure 59: Product claims groups and where they purchase beauty products, September 2007
• Celebrity attitudinal groups
  • Figure 60: Consumer groups defined by their attitudes towards celebrity cosmetics and toiletries, by gender, age, social grade, region, household income, daily newspaper readership, Sunday newspaper readership, age of children, internet usage, main supermarket, mobile phone network, TV reception,September 2007